Some increased competition between UK and USA.
Yes there are the usual budget airline charges on top such as baggage and food.
Hopefully this will keep the other airlines in check with their prices.
Iceland's WOW air launches £99 flights to the US - Telegraph
A good read! The extra four hours, with the stop in Reykjavik, sounds a little grueling, but hey-if you're trying to save it could be worth it! Thanks for sharing!